Digital Solution for BabySam
SCOPE
Exam project for BSc Digital Concept Development programme at Aarhus Business Academy, semester 1.
MY ROLE
Individual assignment.
TIMELINE
5 January – 13 January, 2023 (8-days)
TOOLS
UX Research: Google Forms, Microsoft Teams, Messenger, Zoom
Prototype: Figma, Procreate, Abobe Illustrator
Project Brief
Create an attractive digital solution with mobile first perspective that strengthens the ties to the private customers and creates value for BabySam. That can be done directly through sales or indirectly through initiatives that improve customer loyalty or brands identity.
This is not a collaboration with BabySam and thus I was asked not to contact BabySam.
Project Interpretation
A mobile app that creates value to BabySam customers by offering information about their childs month by month development. That would also increase customer loyalty to brand. By implementing in app ads, that lead to BabySam website, will generate more sales.
Overview
BabySam is the largest retail chain in Denmark focusing on sales of baby equipment. BabySam focuses on all aspects of children and baby life up to 6 years old. Management focuses on strengthening the relations with customers. The chain strives to develop its digital activities further in the coming years and this mobile app will help to do so.
Design Process
Emphatise
Identifying Stakeholders
Initially, I identified the stakeholders to outline the essential people I need to take in consideration that will have impact on digital solutions development, to understand who will be affected by the digital solution and to see if there are there any specific needs I have to address.
4 main stakeholder groups are:
- Customers
- Brand owners
- Shop owners
- Agencies
Research
I conducted a secondary online research where I looked at BabySam customer habits, new parent behaviours and statistics. 3 main points that research revealed that:
- New parents spend most of their money just before child birth and and in the first 2 years.
- BabySam customers stop being customers when child turns 6.
- New parents feel the most overwhelmed just before the birth of the child and until the time they have to return to work. This is the time when they need help the most.
Drawing from research results I found a point in new parents life (right before child birth to 2 years old) which to keep in mind when conducting qualitative and quantitative research. This is the time when parents need help the most as well as time when they spend the most money.
Quantitative Research
I created an online survey in Google Forms to find out more about the habits of new parents which would help me shape the idea of what to include in the app. I found out few interesting facts:
- Most respondents were willing to read articles about child issues and purchase products in the same app.
- 88.9% of respondents have already shopped in BabySam (either online or in store) and are aware of the variety of the products offered.
- 59% have not joined any loyalty programmes an kids shops and are not willing to do so.
Qualitative Research
While the survey was running and I had some insights into new parent habits, I conducted 7 interviews with expecting and new mothers. My main goal of interviews was to find out how I can create value for them with my digital solution.
My main findings were:
- There are plenty of resources about pregnancy which are easily accessible. Some of the favourite ways to learn about pregnancy are different apps, free online articles and YouTube videos).
- 5 out of 7 mothers said that they are/were using Pregnancy+ app and that they are satisfied with it.
- 4 out of 7 participants expressed that they are not aware of any useful app that they could use when the baby is born to track their development.
Main challenges of new mothers are finding information about:
- when and with which foods to introduce baby?
- what milestones is baby reaching each month? How is baby developing?
- How much should my baby sleep? Is baby sleeping enough? How many times a day should baby sleep?
- What toys are best to introduce now? Which colour toys should I focus on this month?Which toys will aid my baby’s development
I also found out, that it is challenging for some mothers to keep track about their baby’s development (length, weight, teething etc.).
Empathy Map Canvas
As a next step I looked into Empathy Map Canvas to understand what are the needs of new mothers and expecting mothers, with intention to help me shape ideas for mobile ap content.
Define
User Personas
I created Personas to help me understand the wants and needs, frustrations and fears as well as shopping habits of target users.
Business Model Canvas
The Business Model Canvas helped to visualise what is important in a structured way and to understand how all the different elements work together.
The Value Proposition Canvas
The Value Proposition Canvas helped me to find the best product-market fit to create a digital solution that brings value to the customers.
Problem Statement
How can I create a mobile app for BabySam that would help mothers with kids 0-2 years old who are struggling to find information about child early development?
Ideate
How might we...
At the start of ideation stage I chose to do How might we.. method to come up with some formulations that I can work with
Propelling Questions
- How do I create an app with all necessary information about early child development with no united database of specific information?
- How do I make the app attractive to new users if there are already many other ways to gather the same information?
- How do I create a value for customers that improves brand’s identity with no access to brands corporate visual identity manual?
Brainstorming
Then I brainstormed and wrote down different ideas for features I should include in the app that would bring value to the users. Also I brainstormed about possible content- that is article subjects.
Card Sorting
Next I did card sorting with 3 participants to determine which are the most important features they would like to see in the app.
Colours
I researched current BabySam brand colours and typeface, as I wanted to create an app that is consistent with BabySam branding. I came up with a name BabyBabble for the mobile app and after some colour meaning research I chose the BabySam purple and orange as the main colours for the app. Purple is the primary colour and orange is secondary colour which helps to draw attention to different features, for example, CTA buttons or important texts.
Mascot
As a next step, I created mascot for the app to liven up interactions and to create consistency of a general stylistic concept. Mascot also helps to distinguish and easily recognise the app from other apps and create a strong human- like communication imitation with the user.
The octopus symbolises our ability to overcome challenging situations with creativity and intelligence
